Retail Marketing Research Paper

Retail Marketing Research Paper-46
Consumer perceptions of store images, however, are very time related.Store images can change significantly over time due to changing retailer strategies, new competitive entries or other exogenous market variables.Analysis of that tradition indicates that: 1) A conceptual framework for understanding and researching store imagery has evolved; 2) A cadre of increasingly sophisticated empirical researchers in leading retailing organizations and in academia has entered the store image research arena; 3) The historical research has identified major "general" dimensions of retail patronage or store image such as merchandise selection or assortment, merchandise quality, merchandise pricing, locational convenience, merchandise styling(fashion), service(general) and salesclerk service; 4) The research has indicated that the key determinants of retail patronage vary across product categories.

Consumer perceptions of store images, however, are very time related.Store images can change significantly over time due to changing retailer strategies, new competitive entries or other exogenous market variables.Analysis of that tradition indicates that: 1) A conceptual framework for understanding and researching store imagery has evolved; 2) A cadre of increasingly sophisticated empirical researchers in leading retailing organizations and in academia has entered the store image research arena; 3) The historical research has identified major "general" dimensions of retail patronage or store image such as merchandise selection or assortment, merchandise quality, merchandise pricing, locational convenience, merchandise styling(fashion), service(general) and salesclerk service; 4) The research has indicated that the key determinants of retail patronage vary across product categories.

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The retailer's strategic objective is to develop an integrated marketing program encompassing a wide range of marketing elements to create a market position within his competitive environment.

To establish a market position, the retailer strives to develop store personality or image.

This paper discusses the retailer's strategic planning needs, the concept of local retail market monitoring as a routine research procedure and presents an example of pragmatic local retail market monitoring with a discussion of strategic implications. King (1978) ,"Local Retail Market Monitoring: Strategic Implications", in NA - Advances in Consumer Research Volume 05, eds.

Kent Hunt, Ann Abor, MI : Association for Consumer Research, Pages: 688-692.

This paper discusses the retailer's strategic planning needs, the concept of local retail market monitoring as a routine research procedure and presents an example of pragmatic local retail market monitoring with a discussion of strategic implications.

Honors College Thesis - Retail Marketing Research Paper

RETAILING: THE STRATEGIC MARKETING PROBLEM The basic strategic marketing problem confronting the retailer centers around the classic issue of market positioning.Equally importantly, the monitoring system must also measure shifts in the relative positions of competitors in the local retailing arena as the market structure changes.The system must track both the number and market positioning of the major retailers and the changing strategies operative in the market over time.The research has tended to be exploratory in topic content with too little historical linkage or futuristic continuity.More importantly, across the store image research, there has been little standardization in field methodology or measurement instrumentation.[For representative and significant literature and industry trade practice reviews, see Wyckham, Lazar and Crissy (1971), Lindquist (1974-1975), May (1974-1975) and Ring (1977).] [Several leading research oriented retailers have made impressive progress in adapting this store image research tradition to their specific proprietary image monitoring needs.] The Concept of Local Retail Market Monitoring Local retail market monitoring, as advocated here, is intended to produce a comprehensive analysis of the basic competitive retail market structure for a particular product category over time.The monitoring system must measure the retailer's historical and current market position and store image perceptions among its target customers.Over that period too, empirical store image research developed as well.Historical store image research, however, has been largely single sample survey and cross sectional in research design.Supermarket price image therefore, can be very volatile.The fashion image of a major department store, by comparison, may change only modestly over several seasons.

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